Chevy Impala pitches to Hispanics

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General Motors Corp.'s Chevrolet division, Detroit, this week is breaking a campaign pitching its 2000 Impala sedan to Hispanic audiences. Spots titled "Symphony'' show footage of Impalas since the model's 1958 introduction, interspersed with scenes of changing music, fashion and dance styles. Jim Jandasek, Chevrolet director of car advertising and sales promotion, said the ads by Accentmarketing, Coral Gables, Fla., appeal to a strong respect for heritage and tradition in the Hispanic community. The commercials will appear on the Telemundo and Univision networks, augmented by print in publications such as Automundo, Hispanic Business, Newsweek en Espanol, People en Espanol and Vista.

Copyright October 1999, Crain Communications Inc.

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